Snapdragon, the company that sponsors Manchester United ’s front of shirt, is interested in securing naming rights for Old Trafford should the club use that route to help fund a new stadium . Don McGuire, chief marketing officer of Qualcomm, which owns Snapdragon, said the firm is “always looking out for opportunities” to raise brand awareness. Advertisement United are focusing on a new Old Trafford on the same site as the current ground , but with the cost estimated to be at least £2billion ($2.
6bn), several options for raising finance are on the table. One of those is naming rights and Snapdragon, which sealed a three-year shirt sponsorship worth $225million in July, would like to expand its association with United. “Old Trafford is Old Trafford, it should always be Old Trafford,” said McGuire, standing in a suite at Snapdragon Stadium, home to San Diego State University’s American football team, where United faced Real Betis.
“But if there is a brand attached to that in some way shape or form, powered by someone, an ‘at’ or whatever — this is Snapdragon Stadium at Bashor Field — we are working very closely with the team on the reimagining of Old Trafford from a technology and innovation standpoint, and Carrington (the club’s training ground). So if that leads to something bigger, where it would make sense for us to go even bigger — this (shirt sponsor) is pretty big by the way, not inexpensive — but if it makes sense, we are always looking out .